News and Insights
The Importance of Networking in the Age of AI
February 3, 2026
In the ever-evolving media and communications landscape, the rise of artificial intelligence has created a significant shift in how people and companies approach work.
While AI can be a useful tool for data analysis and content generation, it’s use and application have caused an industry-wide stir (though earthquake might be the more appropriate term). Can AI be used ethically? If so, how? If not, can companies afford to take the high road while competitors take the Autobahn?
For all the questions, one thing is clear. AI has highlighted a growing demand for genuine human interaction. For PR professionals, the ability to build and maintain real-world relationships is no longer a soft skill (if it ever was one). Real-world relationships are an irreplaceable skillset in an increasingly automated world. This pushback against AI can be seen in a major 2026 cultural trend – going analogue (an attempt to live a less digital-centric life).
The Human Premium: Why Real Connections Matter
According to expert reports, the quantity of AI-generated articles has surpassed human-written articles. As AI-generated content floods the internet, there is an erosion of trust in digital communications, according to a global study by KPMG and the University of Melbourne, just 42% of people in the UK say they are willing to trust AI.
While algorithms can amalgamate information, they cannot replicate the nuance of a face-to-face meeting or the shared passion found in a live discussion. Research indicates that 82% of employees recognise a greater demand for human connection as AI adoption grows.
For PR professionals, this means that while AI can build your media list (and even that is debatable), it is the personal rapport you build with a journalist that secures the earned media coverage your clients need.
Balancing Efficiency with Authenticity
The goal isn’t to choose between AI and networking. It’s to use AI to free up time for more meaningful interactions.
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Efficiency for Strategy:
Two thirds of employees believe AI can reduce busywork, according to a study from Dayforce. Using AI for routine tasks like initial research and media monitoring allows employees to focus on high-level relationship building and other unreplaceable skills.
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Hyper-Personalisation:
Leveraging data-driven insights can make media outreach more relevant, but it’s imperative to fact check information, as it could be outdated. As the media landscape changes so quickly, information pulled from various internet sources can be out of date and show PR professionals aren’t doing their research. AI is a useful diving board, but it’s important to look before you leap.
Networking as a Trusted Advisor
In 2026, the successful PR practitioners will be those who can be trusted by media. Authentic and real-world networking allows people to demonstrate empathy, understanding and ethical decision-making – unique human traits AI cannot master.
Whether you’re attending industry events or engaging in LinkedIn discussions, remember that every conversation should add value, either to the client or your own network. For more insights on how FINN helps brands navigate these shifts, visit our AI page.
Final Word
While AI is a useful tool for research and analysis, it is important to remember that it amalgamates rather than creates. It takes and compiles existing data and information, meaning there is still a great need for a keen editorial eye. This is an opportunity for PRs to understand how to use AI tools while applying their expertise and originality to ensure their client’s information is still creative and original.
Most importantly, PR professionals serve as the final human check on all AI-generated content. Their efforts should focus on critical editing and validation, ensuring all communication is factually accurate, ethically sound, appropriate in tone and aligned with the brand’s voice and legal standards. PR experts must possess the critical thinking skills to identify an AI “hallucination” or inappropriate suggestions that automated systems may overlook. The PR role is shifting from content producer to a highly efficient content curator, validator and strategist, combining technical skills with rigorous human judgment.
Frequently Asked Questions on Networking and AI
Does AI make traditional networking obsolete?
No. While digital tools provide reach, face-to-face interactions are essential for building the trust and rapport necessary for long-term business partnerships.
How can I use AI to improve my networking?
AI can be used to identify key industry influencers, track emerging trends, and personalise your outreach, allowing you to enter conversations with information and insight.
What is the biggest risk of over-relying on AI for communication?
The primary risk is a loss of authenticity and trust. Media are becoming fatigued by AI-generated content that lacks insight or critical thinking.
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